Link Baiting
Link building in a competitive niche is one of the hardest marketing tasks I've been asked to do. Not only do I have to work in conglomerate-saturated industries, but more often than not I have to find a way to get past the "complaint site" and/or Wikipedia.
If you've ever tried to do this, you know how difficult it is and how you need to think outside the box to get the links you need. Successful link building in competitive markets requires both traditional and Web 2.0 link tactics to make an impact. How can you avoid getting bogged down in search results or scrolling to the top of the complaint/Wikipedia page? One way is to work on developing reputation link bait.
What Is Reputation Link Bait?
Reputation link bait is a combination of two marketing strategies: media promotion with an interesting story and link bait development. Media pitches traditionally include urgent story ideas for journalists in conjunction with an upcoming event, while linkbait is written to attract links from a wider audience using controversial content. Reputation link baiting uses any tactic, but with a twist instead of promoting events and controversies, it focuses on promoting the general image of the company through positive buzz.
In short, reputation link baiting is a tactic used to promote a business with interesting and trendy angles to create a positive business reputation. As a linking tactic, reputation link baiting makes sense. Done right, it offers the potential to generate more quality links in a Google-friendly way, while making your business an industry leader. Developing the link bait reputation angle Creating a positive corporate image is nothing new, but unlike traditional marketing, reputation linking doesn't wait for opportunities to arise. Rather, reputational link baiting is a process of creating high-profile "angles" to increase.
Let's look at two angles you can use to attract links with reputation link bait: Take advantage of current trends. There is a lot of support and publicity behind the 'buy local, go green movement. Take advantage of this hot trend by greening some of your products and creating a full promotion and link campaign to drive conversions. Change some of your best-selling products to use recycled materials and then blog about the positive results of your new green products. Write a two-part process series highlighting the results and use nature-focused social news sites like Hugg and TreeHugger as well as general news sites like Digg, Reddit, and Propeller. Create reference links.
A positive review is good, but 50 is what makes a reputation. Use the testimonies you have in place and the new ones that come as a result of the green, find the commonality in each line. Once you have it, create a series of articles about a product or service that will get everyone excited. Promote the piece on social news sites like Digg, Reddit, Propeller, TTiqq, and Fetch, as well as StumbleUpon. Encourage comments and return the favor with a comment. Doing so will help attract more comments from people with similar experiences and media attention who follow social news sites. And don't forget to contact the people who provided the testimonials. Chances are high that they have websites and blogs and will link to where they are mentioned in your article series. Take the testimonial angle a step further by getting famous and non-competing experts to endorse your brand. Offer a year's supply of your product in exchange for a link to their websites, blogs, and newsletters. Once the links are in place, launch a full media attack with an announcement of approval.
If you continue to promote the positive aspects of your business through reputation link bait, two things will happen: First, you will see which tactics always work and you can invest resources in those places because it means more inbound links; and secondly, you will create a positive momentum of marketing linkage with the media and within the new industry you are entering.
You will find that link building for competitive terms will be easier if you have new sources to get links and more positive content in the search results than your competitors.
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